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Multi-channel marketers recognize the value of marketing in multiple channels but often operate each channel independently, resulting in assessment of performance of each channel independently. Because most channels support each other, the results of the combined channel assessments often add up to more than 100% of the company’s revenue. Clearly this is not ideal.
MeritDirect’s approach to this complex issue is focusing not on last touch attribution in an individual channel but in aggregate attribution across all marketing channels, both addressable and non-addressable. By identifying communication cadence patterns and modeling performance, we identify which channels, cadences and frequencies are impacting performance, resulting in targeted recommendations for allocation of marketing dollars by channel.
“MeritDirect is Lenovo’s strategic BtoB data partner. We leverage their OmniENGINE solution to drive demand generation, ABM nurture, and intelligent database growth. MeritDirect’s unparalleled quality, reach, intelligence, and performance make it an easy decision to justify on paper. Best in class service and collaboration is like a pound of bacon all to yourself.”